A data profile of the people who buy, follow and care about Money in Australia — modelled from more than twelve digital signal sources. Money has an estimated audience of 8,247,646 people in Australia.
Money has an estimated audience of 8,247,646 people in Australia. 54.5% are female, 45.5% are male, average age 44.1. Top brand affinities: Innovation, Real property, Singapore Airlines, Malaysia Airlines, Online banking.
Top brand affinities include Innovation, Real property, Singapore Airlines, with strongest over-indexing on Innovation (2.08× the country average).
Demographically, the Money audience skews balanced with an average age of 44.1, and over-indexes on personality traits such as Urban Lifestyle, Sustainability.
The typical Money fan in Australia is balanced, around 44.1 years old, with strong Urban Lifestyle tendencies and a notable affinity for Innovation.
The key figures that characterise the Money profile in Australia.
54.5% are female, 45.5% are male, average age 44.1.
| Metric | Value |
|---|---|
| Female | 54.5% |
| Male | 45.5% |
| Average age | 44.1 |
| Estimated audience size | 8,247,646 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide Money audience comes from Australia.
| Country | Share |
|---|---|
| United States | 27.7% |
| United Kingdom | 6.9% |
| Brazil | 6.0% |
The strongest cross-interests of the Money audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Malaysia Airlines | Travel & Leisure | 2.22× | ||
| 02 | Mobile payment | Business & Career | 2.22× | ||
| 03 | Allianz | Business & Career | 2.22× | ||
| 04 | Online banking | Business & Career | 2.15× | ||
| 05 | Retail banking | Business & Career | 2.13× | ||
| 06 | Hypermarket | Shopping | 2.12× | ||
| 07 | Thai Airways | Travel & Leisure | 2.09× | ||
| 08 | Innovation | Business & Career | 2.08× | ||
| 09 | Employment agency | Business & Career | 2.05× | ||
| 10 | Mineral water | Food & Beverages | 2.01× | ||
| 11 | Real property | Home & Garden | 1.80× | ||
| 12 | Sustainable energy | Home & Garden | 1.76× | ||
| 13 | Internet service provider | Technology & Electronics | 1.69× | ||
| 14 | Elderly care | Health | 1.69× | ||
| 15 | Singapore Airlines | Travel & Leisure | 1.67× | ||
| 16 | Emirates | Travel & Leisure | 1.63× | ||
| 17 | Vehicle insurance | Cars & Mobility | 1.60× | ||
| 18 | Hinduism | Politics & Society | 1.53× | ||
| 19 | Apple TV | Movies & TV | 1.52× | ||
| 20 | Home automation | Technology & Electronics | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.42× | |
| Sustainability | BALANCE | 1.33× | |
| Quality Awareness | PREMIUM | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.88× | |
| Healthy Lifestyle | BALANCE | 0.90× | |
| Pet Ownership | JOY | 0.90× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Money. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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